Human Rights TV Case Study


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A presentation that i wrote for BarCampLondon 5. It covers the process I went through to do a website review and the recommendations that arose from the review.

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Human Rights TV Case Study

  1. 1. A case study into the application of web analytics data Human Rights TV Peter O’Neill Freelance Web Analytics Consultant
  2. 2. What I am going to be talking about <ul><li>What is Human Rights TV </li></ul><ul><li>The aims of the project </li></ul><ul><li>Use the website </li></ul><ul><li>Extracting basic data </li></ul><ul><li>Exploring further </li></ul><ul><li>Key findings </li></ul><ul><li>Actions since then </li></ul><ul><li>Summary of process </li></ul>
  3. 3. What is Human Rights TV <ul><li> </li></ul><ul><li>Brainchild of a friend Jack Adams </li></ul><ul><li>Intended to give a voice to those without one </li></ul><ul><li>Is independent of any agenda, political or otherwise </li></ul><ul><li>A video archive of human rights videos </li></ul><ul><li>Created by volunteers </li></ul><ul><li>Uses Flow Player – open source video player </li></ul><ul><li>Tracked using Google Analytics since 1 st June </li></ul>
  4. 4. The project – a website review <ul><li>Opportunity for me to learn Google Analytics by practical application of the data </li></ul><ul><li>Review performance of the website, what is working and what could be improved </li></ul><ul><li>Minimal direction given, no clear business objectives, targets or key issues </li></ul>
  5. 5. Use the website <ul><li>Visit the website </li></ul><ul><li>Click on different links </li></ul><ul><li>Try performing key actions and finding key information </li></ul><ul><li>It is vitally important to actually look at the website when trying to understand the data and what it means – to put yourself in the mindset of the visitor/customer </li></ul><ul><li>The website should be reviewed while looking at data, in order to understand why a visitor may have navigated through the website as they did </li></ul>
  6. 6. Extracting Basic Data <ul><li>This is always my first step when looking at the data for a website </li></ul><ul><li>I have a spreadsheet that I populate with basic site metrics, both at weekly and monthly level </li></ul><ul><li>Look at the data and create charts to get a feel for trends and data segments </li></ul>
  7. 7. Explore further/deeper in the data <ul><li>How many people viewed videos? </li></ul><ul><li>What were the top videos viewed? </li></ul><ul><li>What were the top referring sites? </li></ul><ul><li>What key words were they using on Search Engines? </li></ul><ul><li>Are there links between the last three questions? </li></ul><ul><li>How were people interacting with the website? </li></ul><ul><li>What else looks interesting or weird? </li></ul>
  8. 8. Key Findings <ul><li>Low awareness of site based on low traffic numbers </li></ul><ul><li>Low loyalty based on few returning visitors </li></ul>
  9. 9. Key Findings <ul><li>Sporadic peaks based on specific videos from specific referring sites </li></ul><ul><li>Traffic from Search Engines more constant from wide range of search terms. </li></ul>
  10. 10. Recommendations <ul><li>Add features to make visitors more loyal </li></ul><ul><ul><li>Add ‘Latest Videos Added’ element to homepage </li></ul></ul><ul><ul><li>Add on-site search </li></ul></ul><ul><ul><li>Add subscriber/feed option </li></ul></ul><ul><li>Use visitors to promote the site to others </li></ul><ul><ul><li>Add social bookmarking buttons to each video </li></ul></ul><ul><ul><li>Add ‘send to a friend’ link to each video </li></ul></ul>
  11. 11. Key Findings <ul><li>1,358 visits from organic search </li></ul><ul><ul><li>620 different search terms used </li></ul></ul><ul><ul><li>Less than 20% of visits from brand search terms </li></ul></ul><ul><li>1,361 visits from referring sites </li></ul><ul><ul><li>Around 130 different referrers </li></ul></ul><ul><ul><li>Top referrer only 14.8% of visits </li></ul></ul><ul><ul><li>Some referrers had majority of visits concentrated in short time span and to particular video/s </li></ul></ul>
  12. 12. Key Findings <ul><li>Homepage is landing page for only 25% of visits </li></ul><ul><li>Half of visits viewed an episode page first </li></ul><ul><ul><li>Bounce rate was 65.8% compared to 30.7% for all other pages </li></ul></ul><ul><ul><li>Two thirds of visits ended on an episode page </li></ul></ul><ul><li>A series page was landing page 11.4% with bounce rate of 22.4% </li></ul><ul><li>A channel page was landing page 12.8% with bounce rate of 41.1% </li></ul><ul><li>Around 330 different videos were viewed on the site </li></ul><ul><ul><li>Top video was Mohammed Omer receiving BAFTA award (20.6%) </li></ul></ul><ul><ul><li>Next two best were in the same series </li></ul></ul><ul><ul><li>No other video had more than 100 views </li></ul></ul>
  13. 13. Recommendations <ul><li>Review SEO efforts </li></ul><ul><li>Promote site to 3 rd party sites </li></ul><ul><ul><li>Link to other sites </li></ul></ul><ul><ul><li>Make comments on 3 rd party sites with links back </li></ul></ul><ul><li>Review site navigation and page labelling </li></ul><ul><li>Consider videos viewed per visit as a metric of success </li></ul>
  14. 14. Reviewing website design/navigation <ul><li>While it is preferable to make recommendations based on solid data, it can be clear when websites should follow best practice design principles. </li></ul><ul><li>To a large degree, I base these on common sense. </li></ul><ul><li>For support, I recommend the book by Steven Krug ‘Don’t make me think: A common sense approach to Web Usability’ </li></ul>
  15. 15. Recommendations Standard page features/navigation <ul><li>Add a title on each page clearly defining the page contents </li></ul><ul><li>Add a breadcrumb </li></ul><ul><li>Add a link within the logo back to the homepage </li></ul><ul><li>Redo the logo so that the website name is clearly differentiated from the tagline </li></ul><ul><li>Add standard links on the bottom of each page for pages such as ‘About us’, ‘How it works’, ‘Privacy Policy’ and ‘Contact us’ </li></ul><ul><li>Add a section for recommended links </li></ul><ul><li>Review structure and layout for category navigation </li></ul>
  16. 16. Recommendations Website information content <ul><li>Remove majority of blurb on homepage and place in ‘About Us’ page </li></ul><ul><li>Remove these details from other pages as well </li></ul><ul><li>Provide explanation of how website structure works </li></ul><ul><li>Add information at each level on importance and relevance of videos in this section </li></ul><ul><li>Set up a tabbed navigation for the episode pages </li></ul><ul><li>Add specific recommended links for each video </li></ul>
  17. 17. Actions post Report <ul><li>The report was delivered on 19 th Sept to the website owner and the website developer </li></ul><ul><li>Both have given very positive feedback and agreed with most of the points/recommendations </li></ul><ul><li>Some recommendations were already being worked on </li></ul><ul><li>The developer has recommended switching to using their trial news site ( as their homepage </li></ul><ul><li>The document is being used as the basis to prioritise current work and to decide on future efforts </li></ul>
  18. 18. Summary <ul><li>Talk to stakeholders, get understanding of business/website objectives and what they want from the report </li></ul><ul><li>Look at the website and try using, continue reviewing site when reviewing the data </li></ul><ul><li>Extract basic data and get a feel for overall trends </li></ul><ul><li>Explore the data further around any areas that seem to contain points of interest or feel weird </li></ul><ul><li>Issues with basic web usability can be obvious </li></ul><ul><li>The focus should be on actionable insights and recommending courses of action, not on just reporting the stats </li></ul>